Domino's Pizza said on the 14th it will launch a new product, the "Mujinjang Shrimp Steak Pizza," created in collaboration with Musinsa.
The product is a premium pizza that highlights "big, abundant toppings" by using "Mujinjang," Musinsa's signature keyword. The company said it used giant shrimp and crosshatched steak as the main toppings to bring out the shrimp's bouncy texture and the steak's rich juices.
Truffle cream hash browns and corn mayo are placed in the center of the pizza for a soft texture and nutty flavor. The price is 36,900 won for a large (L) and 30,000 won for a medium (M). It will be sold at Domino's Pizza stores nationwide starting on the 16th.
Domino's Pizza and Musinsa will also run collaborative marketing to mark the launch. On the same day, Musinsa Store will unveil apparel featuring the Domino's Pizza logo.
This collaboration is seen as an attempt to go beyond simply selling the new product as food and expand it into fashion goods and content to broaden contact points with young consumers. Musinsa has recently been expanding the scope of its collaborations beyond fashion to encompass beauty, food, and intellectual property (IP) across lifestyle. Domino's Pizza also appears to aim to release pizza and apparel simultaneously to drive cross-entry of both companies' customer bases and raise brand buzz.
Domino's Pizza on the 13th selected girl group Licenne as its new exclusive model. Starting on the 16th, the launch date of the new product, a new TV commercial featuring Licenne will also be released.
A Domino's Pizza official said, "By using giant shrimp and crosshatched steak, we created a product that combines visual delight with abundant flavor," adding, "Through our collaboration with Musinsa and our new model, Licenne, we will offer a different kind of enjoyment from existing products."